AKINLEKE, YETUNDE OMOLARA and Covenant University, Theses (2023) EFFECTS OF DIGITAL PSYCHOLOGY ON CONSUMER BEHAVIOUR ONLINE BUYING BEHAVIOUR (A STUDY OF JUMIA). Masters thesis, COVENANT UNIVERSITY.
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Abstract
The increasing use of digital psychology techniques in the online space has caused apprehension regarding their potential influence on consumer behaviour. The moderating effect of digital psychology on consumer online buying behaviour were examined in this study. The investigation was conducted in Jumia pick-up station, Federal Poly Ilaro. This investigation used the combination of descriptive and qualitative methodologies. The actual figure of the users of Jumia pick-up station, Federal Poly Ilaro could not be determined at the time of carrying out this research. Hence, the population is tagged as infinite, the researcher used a sample determination formula developed by Cochran (1977) for an infinite population. The Statistical Package for the Social Sciences (SPSS) Version 27 was utilized and in this study, regression analysis was conducted using Structural Equation Modelling (SEM) in Analysis of Moment Structures (AMOS) Version 26. The findings showed that web design/user experience, social proof, persuasive language and emotional trigger has a significant effect on consumer online buying behaviour. It can be concluded that businesses should prioritize web design and user experience of their e-commerce websites. E-commerce platforms should actively encourage and display customer reviews, ratings, and testimonials to leverage social proof by providing evidence of positive experiences from previous customers. E-commerce platforms should carefully craft persuasive language in their communication strategies. By emphasizing the benefits of products or services, creating a sense of urgency, and using compelling language, businesses can enhance consumers' behaviour to engage and make purchases. E-commerce platforms should also incorporate effective emotional triggers to enhance consumers' online buying behaviour. By utilizing emotionally engaging content, such as storytelling or appealing to consumers' aspirations, businesses can capture their attention and facilitate better information processing and retention
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | Digital psychology, User experience, Attitudes, Consumer online buying behaviour |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | AKINWUMI |
| Date Deposited: | 26 Sep 2023 11:46 |
| Last Modified: | 26 Sep 2023 11:46 |
| URI: | http://eprints.covenantuniversity.edu.ng/id/eprint/17322 |
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